NOBODY PAYS THE BILLS IN SOCIAL SHARES

CONTENT MARKETING WITH TANGIBLE VALUE

Stacey MacNaught Tecmark @staceycav

Surprisingly few people really “get” content marketing.

@staceycav

What my friends think I do…

@staceycav

What my friends think I do…

@staceycav

“You get paid to mess around on Twitter all day, don’t you?”

What my Mum thinks I do…

@staceycav

What my Mum thinks I do…

@staceycav

“Something to do with Google or something?”

What my Nan thinks I do…

@staceycav

What my Nan thinks I do…

@staceycav

“Computers.”

But it’s not just our parents and grandparents who are confused about it.

@staceycav

So are the clients/bosses paying the wages and the bills.

@staceycav

@staceycav

@staceycav

This doesn’t cut it…

@staceycav

@staceycav

In 2010, I was a part of the team involved in delivering this disaster.

@staceycav

@staceycav

@staceycav

“WTF is that?” I hear you ask…

@staceycav

That is Photoshop vomiting on some boring content.

@staceycav

We called it an “infographic.”

@staceycav

Yes, there’s a dinosaur on it.

@staceycav

No, I don’t know why…

@staceycav

We spent a whole month of our client’s budget on it.

@staceycav

And generated 2 links and 4 Tweets.

@staceycav

And of course, it didn’t result in anyone submitting an enquiry.

@staceycav

@staceycav

It was as embarrassing as Boris…

Fast forward a few years

@staceycav

(and a lot of trial and error)

We’re delivering links on quality and quantity.

@staceycav

@staceycav

Garden and home security survey

@staceycav

British Business Dreamers Survey

@staceycav

We can correlate links with an improvement in rankings, traffic and sales.

@staceycav

@staceycav

But we can do better.

@staceycav

But we can do better

When we stop thinking of content as a channel of its own

@staceycav

And start looking at it as a tool to improve the efficiency of other channels.

@staceycav

@staceycav

@staceycav

This generated links and engagement

@staceycav

But also….

@staceycav

Which resulted in…

@staceycav

Which led to…

£££ (direct and assisted bookings)

@staceycav

@staceycav

Content to win researchers

@staceycav

Won visits through organic, social and low cost PPC

@staceycav

Retarget users based on which pages they viewed.

@staceycav

Lower CPA by up to 75%.

Content that generates measurable

VALUE @staceycav

A SIMPLIFIED VERSION OF THE JOURNEY TO

PURCHASE @staceycav

And it’s here that I believe a ton of opportunity lies

CONSIDERATION WHERE CONTENT BECOMES A MORE DIRECT REVENUE DRIVER

@staceycav

@staceycav

This is all about research

@staceycav

It’s not just about understanding who the customer is and what they want.

@staceycav

We have to understand the scenarios that put your customer potentially in the market for your product

@staceycav

Desire Need

@staceycav

Desire Need

What makes someone want your product or service?

What has happened to make the user need your product

@staceycav

@staceycav

What is the event that triggers the process that ultimately ends in the purchase of your product/service?

1.

@staceycav

“My washing machine has broken.”

@staceycav

What’s the user’s objective at this stage?

2.

@staceycav

“I want to fix my washing machine.”

@staceycav

What online actions might they take?

3.

@staceycav

Plan content around the triggers that begin the consideration process

@staceycav

And content to meet needs or overcome problems at each stage through to purchase.

@staceycav

Survey your customers about triggers

@staceycav

A trigger for a new purchase in almost all product areas is a product recall

@staceycav

http://www.tradingstandards.uk/advice/advice-recall-list.cfm

@staceycav @staceycav

@staceycav @staceycav

http://ec.europa.eu/consumers/consumers_safety/safety_products/rapex/alerts/main/?event=main.listNotifications

Find out what related online queries people make:

@staceycav @staceycav

Keywordtool.io

@staceycav

Answerthepublic.com

@staceycav

Faqfox.com

@staceycav @staceycav

Your call centre team!

@staceycav

Use PPC to promote content cost effectively

@staceycav

Nobody’sbidding

@staceycav

Nobody’sbidding

@staceycav

Nobody’sbidding

Don’t expect conversions here.

@staceycav

And don’t expect people to just remember you when they are ready to convert.

@staceycav

Retarget effectively.

@staceycav

Measure. Attribute. Learn. Adjust.

@staceycav

stacey.macnaught@tecmark.co.uk